The Framing of Corporate Social Responsibility and the Globalization of National Business Systems: A Longitudinal Case Study
Artikel i vetenskaplig tidskrift, 2010
The globalization movement in recent
decades has meant rapid growth in trade, financial transactions, and cross-country ownership of economic assets.
In this article, we examine how the globalization of national business systems has influenced the framing of corporate social responsibility (CSR). This is done using text analysis of CEO letters appearing in the annual reports of 15 major
corporations in Sweden during a period of transformational change. The results show that the discourse about CSR in the annual reports has changed from a national and communitarian view of social responsibility (cf. a negotiated
view of CSR) toward an international and individualistic view of social responsibility (cf. a self-regulating view of CSR). The article contributes theoretically (1) by adding a
national–global dimension to previous conceptualizations of CSR and (2) by showing that the rise of CSR discourse and activities in the last 10 years does not have to imply an increased commitment and interest in corporate responsibility
per se, only that there are increased societal expectations that corporations should develop the capability to act more independently as moral agents.
corporate social responsibility
national business systems
corporate annual reports